Remove differences prospect work

Marketing Interactions

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How Many B2B Buyer Personas Do You Need?

Marketing Interactions

While the decision maker may be involved during various activities, such as sitting in on a vendor demo or discussing options, the true engagement is likely with those on their team they’ve entrusted to do the work of evaluating and selecting a solution. Which competitors do you see show up the most when you’re working deals?

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Use B2B Buyer Personas to Gain Consensus on Objectives

Marketing Interactions

By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing objectives that stall deals and escalate regret. Here’s why: Objectives come in different flavors. Sure, “growth” is top of mind, but how they contribute to achieving it differs depending on who they are.

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Buyer Context is the Key to Engagement

Marketing Interactions

Instead, when you understand where your buyers are, you can create a shift that helps them start to see things a bit differently, because what you’re saying is based on a “truth” that already exists for them. Small shifts based on what your buyer already sees to help them see it a bit differently. Asking for big swings doesn’t work.

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B2B Nurturing for Lost Opportunities

Marketing Interactions

Yet most companies don’t act on this potential, losing the work that’s already been done—on both sides. You may also find that they haven’t done the work internally they need to complete before they can actively commit to buying something. Can’t determine the differences between vendors to validate and justify a choice.

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B2B Marketers Go for a Win with Customer Retention

Marketing Interactions

The psychology is different. Who you’re talking to may be different. Remember that knowledge is different from understanding. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs. If not, have you built those personas?

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The Blandscape of B2B Marketing Content Needs a Bit of Emotion

Marketing Interactions

This transaction is still less complex than buying a collaboration technology for a company with 1,000 users where you must gain the consensus of 10 colleagues with different priorities whom you don’t know all that well to make the purchase. Both purchases are emotional—but the emotions are different. What if it fails?

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A Review of B2B Content Operations Strategy Benchmarks

Marketing Interactions

I’m concerned that content operations doesn’t have a handle on the disconnected customer experiences and irrelevance that are caused by different campaigns that overlap but perhaps don’t relate or aren’t consistent across the brand. Your prospects and customers won’t think, “Oh, that was Joe in Department X.